Bing Ads

ClickPatrol monitors your Microsoft Ads traffic and classifies each click as Legitimate or Suspicious. You can exclude suspicious visitors by building an audience on the ClickPatrol events and excluding it from your campaigns, and you can export flagged IPs for Microsoft's IP exclusions.

The setup combines Google Tag Manager, the ClickPatrol Tag, and Bing Ads UTM parameters to classify traffic as ClickPatrol_Legitimate or ClickPatrol_Suspicious, helping Bing Ads optimize toward genuine human engagement.

Important: You must complete the Google Tag Manager setup before configuring the Bing Ads integration. If you have not done this yet, start with the Google Tag Manager article.

How it works#

When a visitor arrives from a Bing ad, the UTM parameters in your ad URL tell ClickPatrol the traffic came from Microsoft Ads. The ClickPatrol Tag then classifies the visit and pushes a ClickPatrol_Legitimate or ClickPatrol_Suspicious event into GTM. This allows Bing Ads to optimize campaigns toward real, high-quality traffic.

Step 1: Copy your UTM template#

1. Go to Integration in the sidebar.
2. Click the Bing Ads tab.
3. Copy the UTM template shown under UTM Parameters:

&cr={AdId}&utm_id={CampaignId}&utm_campaign={Campaign}&adi={AdGroupId}&utm_term={Keyword}&utm_medium=cpc&utm_source=bing&source=b&utm_content={AdTitle}

Note: this template is appended to your existing URL parameters, which is why it starts with &. If your ad has no parameters yet, remove the leading &.

Step 2: Add the UTM template to your Bing ads#

1. Open Microsoft Advertising (Bing Ads Manager).
2. Hover over campaigns
3. Click on settings
4. Scroll to advanced settings
5. Click on advanced URL options
6. Insert the UTM template from Step 1 into final URL suffix.
7. Click Test
8. Click save to save and activate your changes.

Once saved, traffic from this ad will appear in your ClickPatrol dashboard.

Verify your setup#

After publishing, confirm the integration is working:

• Check your ClickPatrol dashboard for incoming Bing traffic under Reports.
• If no traffic appears after 24 hours, confirm the UTM template is correctly added to your ads and that the ClickPatrol Tag is firing in GTM.

Note: ClickPatrol can only classify Bing traffic that passes through the UTM parameters above. Ads without these parameters will not be tracked.

Next steps: build audiences#

Once the ClickPatrol events are firing, you can use them to build audiences that focus on real users and exclude suspicious traffic:

• Bing Ads - Audiences: build remarketing lists in Microsoft Advertising on the ClickPatrol events.
• GA4 Events: forward ClickPatrol events to GA4.
• Google Ads Audiences via GA4: build audiences in GA4 and share them with Google Ads.
• Google Ads Audiences via Custom Parameters: build audiences directly in Google Ads.